The Director Paid Media is responsible for building and executing full-funnel media strategies that drive measurable business outcomes. This role oversees media execution, from strategic planning and budget allocation through performance optimization, spend efficiency, and reporting. A core dimension of this position is rigorous oversight of budget pacing, ROAS maximization, and cost-per-acquisition guardrails to ensure media dollars deliver against business objectives.
Reporting into the SVP of Marketing, the Director Paid Media will oversee the development, evolution, and execution of campaign strategies across paid search, paid social, programmatic, display, and video channels. This role owns day-to-day media execution, setting clear expectations for agency partners across planning, execution, optimization, and reporting, and holding them accountable to performance benchmarks and efficiency targets. With a focus on driving efficient customer acquisition, the Director leverages deep knowledge of consumer insights, audience segmentation, media targeting capabilities, and marketing analytics to reach, engage, and convert prospective customers.
This role demands an innovative marketer with deep understanding of the media landscape, including paid search, social, programmatic, OOH, and various DTC, streaming, SVOD, and linear TV business models and products.
What will you do? Strategy Development- Build and execute comprehensive, full-funnel paid media strategies aligned to the customer journey
- Define channel roles and investment priorities across paid social (Meta, TikTok, Reddit), paid search (Google, Bing), programmatic display, video (YouTube, CTV/OTT), and specialty/travel intent platforms
- Develop audience-first media frameworks that map targeting strategies, creative messaging, and channel deployment to distinct audience segments and behavioral motivations
- Identify and evaluate emerging platforms, ad products, betas, and optimization opportunities to maintain a competitive advantage
- Translate business objectives into clear media objectives with defined KPIs
Budget Management- Oversee and optimize media budgets, ensuring disciplined allocation/optimization to maximize ROAS and efficiency
- Establish and maintain profitability guardrails, including CPA and cost-per-ticket targets, modeling media cost against media-contributed outcomes to isolate paid media efficiency
- Use Media Mix Modeling (MMM) tools to quantify incremental revenue contribution by channel and inform budget optimization decisions
- Monitor pacing, delivery, and spend efficiency on a weekly basis, proactively reallocating investment toward higher-yield opportunities
Team Leadership- Mentor, manage, and develop marketing team members, fostering a culture of accountability, intellectual curiosity, and continuous improvement
- Serve as the day-to-day contact for the media agency of record, ensuring accountability for media planning, execution, reporting, and optimization while avoiding duplication of effort
- Identify and communicate platform changes and industry best practices, keeping the team current
Data & Analytics- Partner with cross-functional teams to evaluate attribution models, design incrementality tests, and quantify the true impact of paid media on revenue and ticket sales
- Own the paid media measurement framework, defining leading indicators (website sessions, event detail page visits) and lagging indicators (tickets sold, revenue, CPA)
- Leverage dashboards and reporting tools (e.g., Tableau, platform-native analytics) to monitor performance and surface actionable insights in real time
Cross-Functional Alignment- Collaborate closely with Brand, Creative, and Content teams to ensure paid media campaigns are fueled by segment-specific, on-brand creative
- Align with Product, CRM, and Ticketing teams to integrate first-party data, CRM audiences, and purchase signals into targeting and retargeting strategies
- Coordinate with integrated marketing stakeholders across earned, owned, and in-venue channels to ensure paid media amplifies broader go-to-market plans
- Serve as the internal subject matter expert on paid media capabilities and performance benchmarks
What do you need to succeed?
- 8+ years of progressive experience in paid media or performance marketing, with demonstrated experience managing agency relationships and large-scale media budgets (seven figures or above) with accountability for ROAS, CPA, and revenue targets
- Deep platform expertise across paid social, paid search, programmatic/display, and video
- Strong analytical foundation with hands-on experience in attribution modeling, incrementality testing, and Media Mix Modeling tools or methodologies
- Proficiency with analytics and reporting platforms such as Tableau, Google Analytics, or equivalent BI tools
- Experience developing audience-first media strategies using behavioral, demographic, psychographic, and geographic segmentation
- Excellent executive communication skills with the ability to distill complex data into concise, insight-driven recommendations
- Bachelor's degree in Marketing, Business, Communications, or a related field
- Provide exceptional experiences for our guests, partners, and team members, including by adhering to our appearance and presentation guidelines while on-site.
Preferred Qualifications- 3 or more years in a leadership or director-level role
- Experience in entertainment, hospitality, or live events preferred, with familiarity with ticketing ecosystems and event-based customer journeys
- Demonstrated leadership ability with a record of mentoring and developing high-performing teams.
- Exceptional communication and project management skills, with the ability to manage complex initiatives, influence cross-functional partners, and deliver results in a fast-paced, collaborative environment.
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Pay Range
$113,000-$220,000 USD
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